The perceived risk effects on destination choices and travel behaviour were established by previous tourism scholars. The relationship between the risk perceived by tourists and the intention of tourists to travel was not much explored, especially in the Malaysian context, but current studies indicate a close relationship between them. This chapter aims to explore the impact on their travel intentions of visiting Malaysia of the perception of risks by tourists. Furthermore, it is stated in the literature that there is still not enough empirical evidence to understand how the perception of tourist risk affects the intention of travelling to visit Malaysia. Western tourists who have never visited Malaysia before will be the respondents to this survey. The data from this research will be analysed using the structural equation modelling of the least square partial (SEM-PLS). This study would help the authorities, in particular for foreign visitors, in improving shortcomings and changing the policies needed to create a better tourism experience. This research will extend the awareness of risks and travel intentions associated with this field of study in general and with Malaysia in particular.
Author (s) Details
Zaimatul Awang
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.
Dr. Nik Alif Amri Nik Hashim
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.
Dr. Derweanna Bah Simpong
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.
Mohd Ashraf Kamarul Zaman
Division of Administration and Finance, Ministry of Energy and Natural Resources, Malaysia.
Mursyda Mahshar
Faculty of Business and Management, Universiti Teknologi MARA Kedah, Malaysia.
Khairun Najihah Sabri
Faculty of Food Science and Technology, Universiti Putra Malaysia, Malaysia.
Dr. Nur Izzati Mohamad Anuar
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia.
Dr. Ruzanifah Kosnin
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.
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